How you can write content material higher than the rivals – Dana Nicole | Digital Noch

How you can write content material higher than the rivals – Dana Nicole | Digital Noch

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Ask any content material author or website positioning the easiest way to rank greater within the SERPs, and so they’ll let you know this: write one thing higher than what’s already rating.

I’ve been responsible of allotting this recommendation as effectively, however I bought to considering the opposite day: This recommendation is lazy, and right here’s why.

Sure, there’s loads of dangerous content material floating across the internet. And that content material is simple to outrank by making a legible weblog publish. However there’s additionally mountains of incredible content material.

Simply check out the search outcomes for the question easy methods to write a weblog publish:

The primary web page is dominated by web sites like HubSpot, WordStream, and Good Blogger. I don’t have to click on into these outcomes to know they’re doubtless fairly good.

So how are you supposed to write down one thing higher once you’re already competing in opposition to grade-A writing? Telling a author to write higher content material is like telling an Olympian sprinter to only run sooner to win the gold. It’s by no means fairly that easy.

10 suggestions for writing content material that’s higher than the competitors

In 2022, I had the pleasure of engaged on over 300 articles. Whether or not it was creating the transient, writing the precise piece, or modifying it, I bought a very good really feel for what writers can do to make their content material stand out from nice content material.

Issues like crafting a robust define, choosing the proper key phrases, writing an awesome headline, and formatting your weblog posts for readability are all essential steps when writing first-page-worthy content material, however right now, we’re going past the fundamentals and diving into superior suggestions.

1. Use the MECE framework

Mutually unique, collectively exhaustive. That’s what MECE stands for. I first stumbled upon the MECE framework in a content material advertising and marketing context through the Animalz weblog.

In easy phrases, each article ought to cowl each bit of data related to the subject with out overlapping the data in subsequent sections. It appears like this:

Within the picture, the primary instance passes the MECE check. The opposite two both overlap bits of data or don’t comprise sufficient info to cowl the subject solely.

Right here’s a simplified instance of MECE: An article that tells readers easy methods to create an Instagram account however leaves out a step about selecting a username isn’t collectively exhaustive. In that very same instance, if the article tells the reader to create a username in step 2, however then tells them to create a username in step 3, it’s not mutually unique.

As a reader, it’s irritating to:

  1. Re-read one thing you’ve already been instructed additional up in an article
  2. Stroll away feeling just like the article you simply learn leaves you with extra questions than solutions.

Utilizing MECE, you’ll be able to keep away from leaving your studying with these emotions.

💡How you can use the MECE framework to write down higher content material: Time to flex your empathy muscle. Analyze the outcomes on the primary web page from the attitude of your reader and jot down any questions they might have whereas studying the content material. Moreover, determine areas the place the information overlaps. Use these factors to write down a chunk that passes the MECE check.

2. Create a thesis assertion

A thesis assertion defines the subject of your content material and the stance you propose to take. Whilst you don’t want to incorporate the precise assertion inside your precise article, it’s good to have it available to maintain you shifting in the correct course. Typically, I’ll write a thesis on the very prime of my articles, so I don’t overlook my stance all through the piece I’m engaged on.

As a bonus, a thesis helps with the MECE framework because it encourages you to discover a subject in its entirety.

💡How you can use a thesis to write down higher content material: Jot down a sentence—or two—describing the stance you propose to absorb your article. An instance thesis for a chunk is likely to be one thing like this: Regardless of the rise in social media platforms like TikTok, running a blog remains to be a viable method to promote what you are promoting in 2023.

Then as you’re writing, ask your self if the sub-headings and sub-topics inside your content material relate again to your thesis. If not, ask your self why and in the event that they’re needed to incorporate.

3. Interview subject material consultants (SMEs)

Together with quotes from related SMEs powers up your content material and differentiates it from all the opposite items of content material on the identical matter.

An instance of a chunk the place I used SME was my article titled Is Running a blog Useless? I collected quotes from 14 completely different content material advertising and marketing consultants. Knowledgeable perception provides the reader a holistic perspective on the subject.

Try content material author Bani Kaur’s suggestions for interviewing thought leaders:

💡How you can use SME interviews to write down higher content material: Conduct SME interviews on subjects the place analysis isn’t sufficient. For instance, should you’re writing a chunk on the subject of why UX design is essential, however you’re not a UX skilled, sprinkle SME quotes all through so as to add authority to your piece. Readers usually tend to belief what they’re studying in the event that they comprehend it’s coming from an skilled.

I like utilizing instruments like Qwoted and Assist a B2B Author to search out consultants to interview for the items I write. Moreover, you’ll be able to schedule 30-minute chats with thought-leaders to collect in-depth info.

3. Conduct your personal surveys

Conducting your personal surveys is the quickest manner so as to add a particular and authoritative contact to your content material.

Right here’s how that appears: ConvertKit lately requested me to dive deep into the 2022 creator financial system (this piece right here). I surveyed over 100 creators, and their solutions shaped the premise of my thesis and gave me perception that was distinctive—and related—to the piece I used to be writing.

💡How you can conduct surveys to write down higher content material: In case you have the finances, use companies like SurveyMonkey’s Market Analysis Options to craft surveys. Moreover, instruments like Hotjar allow you to put free surveys on a web site to seize customer suggestions. Or, you’ll be able to put collectively a Google Kind and ask your target market to fill it out for you in related Fb teams, Slack channels, Discord servers, and Reddit threads.

Simply make sure that your survey pattern dimension is giant sufficient. For instance, a survey of ten individuals gained’t be sufficiently big to present you helpful information to work with.

4. Cite unique analysis

Too many weblog posts recite the identical drained previous stats. Even worse, they cite statistic round-up posts—moderately than unique analysis—which are sometimes riddled with incorrect and outdated stats.

I made the error of citing round-up posts earlier on in my profession as a author. In consequence, my writing was weak.

However once you cite respected sources—like unique analysis papers—your reader will heat as much as what it’s important to say and start to belief you.

💡How you can use unique analysis to write down higher content material: Take the additional steps to search out an unique supply. In the event you write in an trade that adjustments quick, make sure that the stats aren’t outdated. For instance, when writing about on-line advertising and marketing, I strive to not embody any stats which can be older than two years previous in my items. In any other case, I threat the information being outdated.

Google Scholar is a superb place to seek for unique analysis, and when you’ve got entry to a scholarly article base by your native library, search by it to search out related analysis papers to quote.

5. Use books as references

Develop your analysis past weblog articles and analysis reviews, and hit up your native library. Books present contemporary views and distinctive concepts that competitor items might lack.

💡How you can use books to write down higher content material: Search out books that dive deep into the subjects you’re writing about. You might wish to learn the entire e-book, or you could simply wish to learn relevant chapters. I additionally wish to maintain an inventory of useful books I’ve examine my area of interest so I can rapidly reference them when wanted. You possibly can cite books inside your article, or you should utilize them to tell your content material.

6. Discover related and well timed examples

Actual-life examples assist clarify summary subjects and get the reader to narrate to what they’re studying. When readers relate to—and see themselves in—the content material they’re studying, they’re extra prone to convert in your CTA. Greater conversions=happier shoppers (and extra give you the results you want!).

💡How you can use examples to write down higher content material: Make certain every instance you select is related to your reader. For instance, if I’m writing an article on freelance writers who earn over six figures a 12 months, I wouldn’t wish to spotlight a graphic designer as somebody who earns over six figures—that instance muddles my level and distances the reader from the content material.

7. Boost your intros

I’ve written my justifiable share of boring intros like this: “Being a [job title] is difficult. However when you understand how to , life turns into a lot simpler.”

Most of these intros plague weblog posts for one cause: they strive to narrate to the reader by mentioning a obscure ache level. Sadly, they fail at pulling readers in, and in case your reader is loud night breathing by the tip of your first few sentences, they gained’t stick round to learn a lot else.

I wrote the under intro for an article about getting enterprise sponsorships as a creator. It’s one in all my favourite intros (that I’ve written):

Joshua Bell is without doubt one of the greatest violinists on this planet.

However when he was requested to busk within the L’Enfant Plaza Station in Washington, D.C. together with his 3.5 million greenback violin, he solely collected a measly $32.

Hundreds of individuals rushed previous the world-renowned violinist, however solely 20 individuals (roughly) tossed a little bit of turn into his violin case.

Because it seems, context issues—individuals pay extra consideration to one thing they know is essential. And in Joshua’s mini-concert, passersby didn’t know who was serenading them.

As a creator, you and Joshua have extra in widespread than you suppose.

You’re gifted, however getting individuals to cease and take heed to your message and purchase your merchandise is a battle.

However with enterprise sponsorships, you’ll be able to align your self with main manufacturers and provides your viewers the context they should see you as a real skilled. In flip, you’ll be able to develop what you are promoting a lot sooner.


The intro above takes an attention-grabbing story and relates it again to the article’s core theme.

💡How you can write good intros for higher content material: Mess around with tales and distinctive hooks to intrigue your reader. One in every of my favourite articles that talks about writing intros is this one. I extremely suggest studying it and experimenting with new methods to write down your introductions.

8. Guarantee stats go the ‘context + comprehension’ check

When utilizing stats in your writing, maintain two issues in thoughts: context and comprehension.


As a author, your job is to gather and synthesize info in a manner that is smart to the reader. How would you are feeling if I instructed you proper now that the common reader solely spends 54 seconds on a weblog publish?

You may suppose it’s a neat little tidbit of information, however you’d doubtless marvel why I instructed you that.

As an alternative, I might say one thing like this: “The common reader solely spends 54 seconds studying weblog posts, so it’s essential your content material is participating sufficient to tug readers in and maintain them round for longer than 54 seconds.”

Context beefs up your stats and helps the reader perceive why the stat issues and why you included it within the piece.


When used incorrectly, stats can confuse your reader and switch them away. Numbers are difficult to course of, and throwing a bunch of stats at your reader might overwhelm their cognitive load and trigger them to bounce.

Right here’s a made-up stat as an instance what I imply: “3.3 million Individuals use their bank cards to make on-line purchases each day.” No matter how clever your readers are, 3.3 million is an enormous quantity and too exhausting to understand.

Nonetheless, saying one thing like, “1/10 Individuals use their bank card to make on-line purchases each day,” is way simpler to course of.

Alternatively, saying one thing like, “2 billion individuals use Instagram each month,” isn’t as exhausting to understand as a result of most individuals know there are over 7 billion individuals on this planet. However, nonetheless, we are able to make giant numbers like that even simpler to know however including a fast line that claims one thing like, “2 billion individuals use Instagram each month—that’s over 25% of the inhabitants!”

💡How you can use stats to write down higher content material: When together with a stat in your piece, ask your self should you’ve supplied sufficient context so it is smart and if it’s simple to know. If not, rework it or scrap it.

9. Develop nuance by consumer personas

On the finish of the day, you might have one aim as a author: write content material individuals truly learn. To do this, it’s essential to write extremely nuanced items that empathize together with your reader’s challenges and meet them precisely the place they’re of their purchaser’s journey.

This step is pretty simple when you might have a very good understanding of your viewers. Usually, your shopper ought to have all the mandatory info to get you up to the mark on who you’re writing for.

💡How you can use use personas to write down higher content material: Ask shoppers for entry to paperwork like consumer personas, jobs-to-be-done frameworks, and voice of buyer. Learn the way your viewers thinks, what they want, and the way they specific their challenges. When you understand this, you’ll be able to develop sufficient nuance in your articles so that they converse to your reader on an intimate degree that different items might not. When the reader feels understood, they’re extra prone to stick round to learn your article over the rivals.

10. Make use of bucket brigades

Bucket brigades are quick bits of textual content that hyperlink one paragraph to a different.

Listed below are just a few examples:

  • Why?
  • Why not?
  • Right here’s why.
  • Right here’s how.
  • However that’s not all.
  • So, what’s the answer?
  • For instance:
  • Like this:

Through the use of bucket brigades, your content material shall be simpler to learn.

When it’s simpler to learn, your reader will get extra worth out of your content material and is likelier to make it to the CTA.

💡How you can use use bucket brigades to write down higher content material: Enhance your content material’s readability by including bucket brigades. They’ll maintain the reader flowing from one paragraph to the following, and guarantee they learn extra of your content material.

Your flip

In lots of circumstances, writing nice content material requires considerate dedication and a robust plan. Attempt incorporating some—or all—of the above suggestions into your subsequent piece and let me know the way it goes!


What’s the distinction between content material and duplicate?

Copy has the intent to promote, whereas content material (often) doesn’t. Content material consists of issues like social media captions and weblog posts, whereas copy consists of touchdown pages and ads.

What’s voice of buyer?

Voice of buyer (VoC) is the precise phrases and phrases your audiences use to explain their emotions and challenges. Incorporating VoC into your copy and content material is the quickest method to get the viewers to really feel such as you perceive them.

This text might embody affiliate hyperlinks. As an Amazon Affiliate I earn from qualifying purchases.

#write #content material #rivals #Dana #Nicole

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